Building eight-figure revenue in three years
The science of mathematics and marketing econometrics, put to work on acquisition campaigns.
Winning market share in a fiercely competitive field, through acquisition campaigns optimised by data and mathematics.
- Period
- Since 2017
- Services
- Business Design
- Data Science
- Econometrics
- Commerce
- Client
- Euranka SA
Euranka is a lead generation company. Among other things it builds rankings across sectors that run from dating sites to banking services, by way of verticals as varied as antivirus software and toy boxes for children.
Its business model is to bring qualified leads to its partners — dating sites, banks, antivirus developers and others — across some thirty countries. Euranka is paid either per lead, or per sale when its partners prefer to pay only for leads that turn into customers.
As an intermediary, Euranka earns the margin between what a lead costs and what it sells for. The marketing therefore has to be extremely precise. Paying the right price for every lead is the crux. Every campaign has to be optimised to maximise profit.
Challenge: develop online campaigns and integrate the tools that will let those campaigns be optimised to maximise Euranka’s profit.
Strategy
A solid tracking strategy, to steer omnichannel campaigns across many countries.
We put first-party tracking tools in place to follow a customer from the click on the source medium through to the final purchase on the partner’s site, by way of the click on the ranking and the conversion into a lead at the partner.
With tracking in place, our performance department developed and optimised campaigns across a wide range of online media, country by country. Those campaigns and every associated bid were automated so that the profit generated on each medium and each campaign — selling price less buying price — stayed as high as possible at every moment. To that end, our data department built purchasing-behaviour patterns by day and hour of the week. That data was fed into the models to improve performance.
Impact
Little known to the public, Euranka became a major web company in Switzerland within a few years. Profitable, it generates eight-figure revenue across all the markets where it operates.
